Search form

Search form

With more companies jumping into online video, the industry is facing a glut of available ad space, driving down rates and forcing Web broadcasters to compete for advertisers, observers note. According to an analysis from BrightRoll, the average price of a top-tiered ad has dropped as much as 15% since 2011, putting Web ads on a cost parity with television and, according to experts, setting the stage for the migration of advertising from TV to the Web.

Related Summaries

Telefonica says it wants to triple the speed of its top-tier broadband offering to 300 megabits per second. The change would automatically boost the capacity of all Telefonica subscribers who get their service over ADSL or fiber.

Ad-tech company BrightRoll, whose clients include Kellogg's and Subaru, is expanding its horizons as it battles Web giants such as AOL and Google for the online video market. Its efforts include going after TV ad spending and improving inventory for its private ad exchange.

Some financial advisers have started using Pinterest, posting customer-relevant photos and illustrations along with cover images from their publications. "It's part of an overall integrated package to let people know we're out there," says Brian Wruk of Transition Financial Advisors Group. "Pinterest, LinkedIn, Facebook -- all of that drives traffic to the website."

The U.N. is calling on member states to eliminate gender disparities in access to broadband, with the goal of full parity by 2020. The proposal was announced Saturday by the Broadband Commission Working Group on Gender, which was launched last year by actor Geena Davis, who serves as the ITU's Special Envoy on Women and Girls.

Increased broadband deployment could provide new opportunities for advertisers, especially in the 18-34 demographic so desired by advertisers. Moreover, broadband could breathe new life into the 30-second spot, which has been threatened by the popularity of DVRs, by allowing advertisers to run complete commercials on the Web.